just curious, knowing that it's designer objects, would you actually be interested? I tend to know a great deal of people who completely fetishize the idea of consuming "good design" from end-to-end. So this type of customer would be delighted to find an awesome knitting pattern or candlestick or cheese board. They'd probably be into a great desktop wallpaper too, if there were a truly original / useful concept for that.

We've tested numerous variants on language/messaging and this converts best to subscribers + purchasers so far. Always testing though...

I guess it has different appeal for different people. I immediately understood it and signed up. Sort of a Cool Hunting with a purchase button. Right up my alley.

So it appears that I(and many others on HN) are just not aware of this type of design culture as evidenced by my not understanding what "Cool Hunting" meant. I had to google that too!

Ah, that makes sense. I get too many emails from architect and designer friends about these sort of products that it's easy to assume everyone does. Some other sites in a similar vein:

http://www.betterlivingthroughdesign.com/ http://uncrate.com/ http://svpply.com/ http://breathemodern.com/